HBO Max to launch in May 2020 at $15.99 per month
| 30 October 2019

Clearly going to pitch itself at the quality end of the direct-to-consumer market, the launch details of HBO Max have been unveiled by WarnerMedia at a price point over twice that of DTC rivals Disney+ and Apple TV+ which are set to go live this week.

WarnerMedia revealed that at the May 2020 launch, it will be making the service available to customers in the US. for $14.99 per month, targeting 50 million US subscribers and 75 - 90 million premium subscribers by the end of 2025 across the US, Latin America and Europe. At launch, HBO Now direct-billed users who subscribe directly through will also have access to WarnerMedia’s HBO Max product.

In addition, WarnerMedia parent AT&T will immediately offer HBO Max to its roughly 10 million HBO subscribers on AT&T distribution platforms, at no additional charge. AT&T customers on premium video, mobile and broadband services will be offered bundles with HBO Max included at no additional charge. WarnerMedia added that it was in active discussions with distributors to maximise reach.

HBO Max will launch with 10,000 hours of curated premium content including the entire HBO service, bundled with new HBO Max Originals that expand the breadth of the offering targeted at young adults, kids and families. The offering will also include library content from Warner Bros., New Line, DC, CNN, TNT, TBS, truTV, Turner Classic Movies, Cartoon Network, Adult Swim, Crunchyroll, Rooster Teeth, Looney Tunes and other lines. HBO Max will also offer a selection of third party acquired series and films titles that WarnerMedia believes will rival any other streaming offering in the marketplace.

New Max Originals announced today include The Fungies!, from Stephen Neary and Cartoon Network Studios; Tooned Out, executive produced by Robert Zemeckis; Tig N’ Seek from Myke Chilian and Cartoon Network Studios; an all-new series of 80 eleven-minute episodes of Looney Tunes Cartoons; Warner Bros. new animated children’s comedy series Jellystone.

New HBO originals include House of the Dragon, a 10-episode, straight-to-series order Game of Thrones prequel based on George R.R. Martin’s Fire & Blood, set 300 years before the events of Game of Thrones and telling the story of House Targaryen.

Commenting on the reveal, Robert Greenblatt, chairman of WarnerMedia Entertainment and direct-to-consumer, said: “We will have one of the most robust collections of premium streaming content that will appeal to all demographics in the household, and be able to achieve incredible scale and reach right out of the gate. We couldn’t achieve this without AT&T’s unprecedented and enthusiastic support.”